TIJORAT BANKLARIDA INNOVATSION MARKETING STRATEGIYALARIDAN FOYDALANISH MEXANIZMLARI
Kalit so‘zlar:
innovatsion marketing, tijorat banklari, dinamik qobiliyatlar, S-D logic, CLV, CAC, omnichannel, Next-Best-Action, A/B test, embedded finance.Annotatsiya
Maqolada tijorat banklarida innovatsion marketing strategiyalarini (IMS)
joriy etish va boshqarish mexanizmlari nazariy hamda amaliy nuqtai nazardan tahlil qilinadi.
Nazariy poydevor sifatida resurslarga asoslangan qarash (RBV), dinamik qobiliyatlar (sensing–
seizing–reconfiguring) va xizmat-dominant mantiq (S-D logic) yondashuvlari sintez qilinadi.
Amaliy mexanizm “ma’lumot–ekotizim–eksperiment” uchligiga qurilgan: mijoz 360° profili va
Next-Best-Action (NBA), omnichannel orkestratsiya, API/embedded hamkorliklar, A/B va kvazieksperimentlar.
Taklif etilgan metodologiya asosida olingan tahliliy natijalar IMS paketlari
CLV’ni 10–12 % oshirishi, churnni 2–4 p.p. kamaytirishi va payback muddatini qisqartirishini
ko‘rsatadi. Banking menejmenti uchun amaliy tavsiyalar, cheklovlar va kelgusi tadqiqot
yo‘nalishlari muhokama qilinadi.
Manbalar
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